Building a global platform with local soul.
Leveraging nationwide football fever to campaign for better paternity leave
The whole of England was focusing on the World Cup, but we felt a bigger conversation was being overlooked for Men’s Health Week.
We held a kickabout in parliament campaigning for ‘extra time’ for paternity leave. The match lasted just ten minutes - one minute for every day of statutory leave currently available - before the dads were benched and their children carried on playing without them.
We filmed the kick-about and adapted the assets for PR and social, as well as handing out the assets to celebrity dads and MPs who took part. We also printed the number 6 on football shirts to symbolise the amount of paternity leave we were campaigning for and sent them out as gifts to media and influencers.
A perfectly timed stunt meant we were joined by 16 MPs during the match, and secured 100% key message cut-through. Partnering Movember up with campaign group ‘The Dad Shift’ meant we were also able to secure TV interviews with celebrity dads like Professor Green, Troy Deeney and Ugo Monye.
